Sunday, May 02, 2010

Commander Denton To The Rescue


Announcing some progress on plans to promote my book.

I have lunched the legendary Mark Denton - view his showreel here - and he has agreed to shoot a viral film for me, in return for me helping him with some ads he needs writing, and because he likes the idea.

The idea is: what kind of ad does a creative make when, rather than promoting someone else's product, he is selling his own?

I guess the inspiration was me thinking back to times when I have argued not to put a phone number on a car ad. Though when I was selling my own car, of course I put the phone number in the ad... and a massive pack-shot...

We are working on the script at the moment, but nothing has been locked-down yet, so you are very welcome to contribute.

Do you think the idea could work? Would YOU answer a brief differently, if it was your own product you were advertising?

10 comments:

Charles Frith said...

The idea is self referential and indulgent rather than screaming buy this book.

I think sales are going to be robust with people who know your blog. The next tier of punters I'm guessing will be the semi ad crowd including say students who want to get into the business.

If I was really hungry for sales I'd be on the phone to Dave Trott and ask that he write a great script of him endorsing your book. He can ref his own outfit if he is clever and subtle about it. Everyone wins.

But the aesthete in me says the idea is fine and can't do any harm.

Needs to court controversy or something though to go viral. Good luck!

Scamp said...

Charles you are quite right - the idea is self-referential. But this is deliberate. If you are talking to an extremely defined audience, then an in-joke works well, I think.

And while 60 seconds of Dave Trott might be extremely persuasive, I don't know if it would get featured on the ad blogs.

As you say, to go viral, you have to be a teensy bit controversial...

Sell! Sell! said...

Howdo scampy.
Yep, I do think most creatives would approach their work differently if it was for their own benefit rather than for a client, because I don't think most creatives are really using their creative skills to make better, more persuasive advertising for their client.
It's loosely the thinking being the Lost Cat Poster Theory:

http://sellsellblog.blogspot.com/2008/04/lost-cat-poster-theory.html

Matt & Dan said...

Going viral is the best idea, the people who read this blog will do most of the work for you anyway. I like the idea of in-joke, as you said...most of the people buying it will either working in or studying advertising so they'll get it.

Were looking forward to seeing the video, I reckon it'll go down well!

john w. said...

Endline: It's gotta be better than being sold down the river.

Wal said...

Scamp, maybe the best way to get your book out there is to start blogging again? The brand 'Scamp' is your best asset, build on it. Like Seth Godin.

George said...

Get everyone who reads this blog to post a message on their Facebook status at exactly the same time. Digital Flash mobbing sort of thing.
Has that been done?
Whatever, I'm not a creative.

Or maybe get Barry Scott to shout about it a bit.

Scamp said...

I quite like the idea of using Barry Scott. Or maybe Michael Winner...

Jules Bending said...

Be totally irreverent.

Anonymous said...

why don't you fart in every copy and say it's the stinkiest book ever written. That would get attention.

Of course when people read the stinkiest book they'll realise it's bloody marvellous. I got an early addition myself from amazon.

thanks for the read.